Residential Magazine

A Strong Online Approach Ensures Lasting Success

Build brand-name recognition with an effective search engine optimization strategy

By David Marden

In the ever-evolving landscape of real estate, where competition is fierce and the market is dynamic, mastering search engine optimization (SEO) has become a critical component for mortgage originators aiming to dominate their local markets. A strategic approach to SEO not only boosts online visibility but also fills pipelines for months and even years to come.

Search engine optimization is the process of optimizing a website so that it ranks higher in search engine results. This exercise is essential in building your brand and name recognition with clients in the areas that you serve. Originators can also establish strong relationships with referral partners by delving into the SEO world.

Increased visibility

In the digital age, homebuyers and sellers turn to the internet as their primary resource. A well-optimized website can significantly enhance an originator’s online presence, making them more visible to potential clients. Investing time in creating an SEO-friendly website with relevant keywords, quality content and a user-friendly interface is the first step toward dominating the local market.

To compete in the online world, you’ll need to create a localized SEO strategy by creating a specific niche to build content, then start ranking for content that results in visits and clicks for your website. Unlike short-term marketing strategies that offer instant but fleeting results, SEO has the power to fill pipelines for the long haul.

By consistently producing high-quality and relevant content, originators can attract organic traffic to their websites. This traffic is more likely to convert into leads because these people are actively seeking information about real estate, and the originator is positioned as a knowledgeable authority in the local market.

By incorporating location-specific keywords, originators can ensure their content is seen by individuals who are actively searching for properties in their area. This targeted approach not only increases visibility but also improves the chances of connecting with potential clients looking for real estate expertise in a specific locality.

Collaborative effort

Originators usually work hand in hand with referral partners, especially real estate agents. Establishing strong partnerships with agents who are willing to invest in long-term marketing strategies can provide a mutually beneficial boost. A collaborative approach allows for shared resources, creating comprehensive marketing campaigns that benefit both parties.

A good mortgage originator recognizes the value of a long-term marketing strategy. Investing in tactics that build brand awareness — such as joint advertising, community outreach and educational content — can pay dividends for years to come. This collaborative effort not only enhances the reputation of the agent, originator and lender but also fosters trust within the community.

Originators and real estate agents alike need to understand the pitfalls of short-sighted lead-generation strategies. This can include such things as buying leads. While doing that might offer a quick influx of potential clients, it often falls short in terms of quality and long-term value. The conversion ratios for purchased leads can be low as they neglect the importance of building a strong brand and domain authority. A focus on building an organic audience through SEO ensures a steady flow of high-quality leads over time.

Buying leads can also pose a risk to an originator’s brand reputation. Cold contacts from purchased leads may not be as receptive, leading to a higher likelihood of negative interactions. In contrast, an organic approach through SEO establishes the originator as a trusted resource, fostering positive relationships with clients that endure beyond the initial transaction.


Originators who master SEO can dominate their local markets. The long-term benefits of a well-optimized online presence, coupled with strategic partnerships, far outweigh the short-term gains of buying leads. By investing in sustainable marketing strategies and building a brand through SEO, originators can ensure a steady flow of high-quality leads and enjoy lasting success in their local markets. ●


  • David Marden

    David Marden is designated managing broker at Hausmarkt. He’s a third-generation real estate professional with 20-plus years of experience in buying and selling real estate and property management. He’s managed and mentored some of Chicago’s top real estate professionals, managed leasing operations for multiple new construction high-rise buildings in the Chicago market and now specializes in search-engine optimization lead generation.

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